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Generali and Venice a New Vision for the City

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Generali and Venice a New Vision for the City Generali and Venice a new vision for the city or almost two hundred years, its business operations across Italy well-being, and this is particularly our Company has had the good were conducted from this prestigious important for the future of Venice, Ffortune of making a significant location overlooking St Mark’s Square. its residents and its visitors from part of its journey in the heart of Venice, The time has now come to revitalise all over the world. The restoration sharing key moments in history and the our roots and overall presence in projects launched in St Mark’s Square symbol of the lion of St Mark with this Venice. are intended to make Venice a more splendid city. Generali opened its first As insurers, our mission is to guarantee dynamic city that encourages one to offices in 1832 in the Procuratie Vecchie a better quality of life for people. think, to work and to enjoy culture, a few months after the Company was Making urban spaces more liveable consequently unlocking the city’s founded in Trieste. For many years, and accessible creates a sense of full potential. Philippe Donnet Group CEO Assicurazioni Generali 2 | 3 St Mark’s Square, the heart of Venice t Mark’s will always be... and economic life for more than a Right: Aerial view of the most beautiful square thousand years. Its story begins in St Mark’s Square; the Piazzetta with its S in the world! the year 828, with the arrival of the two famous columns This enthusiastic comment appears remains of St Mark the evangelist dedicated to St Mark and St Theodore leads in a document conserved in the from Egypt, where he had been into the square proper, Assicurazioni Generali Historical martyred, and the construction of enclosed between the basilica and the Archive, a letter written in 1932 when the first basilica, and continues with Procuratie. the company was deciding to purchase various additions over the centuries, additional sections of the Procuratie which gave the square its present Vecchie, despite the terrible economic monumental appearance. The basilica crisis (the Great Depression that we admire today is the result of an followed the Wall Street crash of 1929). 11th-century reconstruction, while the Unquestionably, the writer’s enthusiasm great buildings creating the approach is fully justified: the square has been to the church were constructed at a the heart of Venice’s cultural, political later date. 4 | 5 A new life for old Procuratie Vecchie buildings and gardens St. Mark’s Square he Procuratie Vecchie, whose the sides of the square. During the years name comes from their use as of French rule, when plans were drawn up T a residence for the procuratori to turn the Procuratie Nuove into a royal de supra, the officials responsible for palace, the decision was taken to create the administration of the basilica, are a garden extending the building towards one of the square’s oldest buildings. the waterfront. After further changes to the Constructed in the 13th century and layout of the area during the 19th century, in consisting of a continuous one-storey 1920 the Royal Gardens were opened in full structure above a long ground-floor to the public and their ownership passed to arcade, the Procuratie Vecchie underwent the City of Venice. In 1922 the Napoleonic alterations during the 16th-century Wing and part of the Procuratie Nuove renovatio urbis, in which Sansovino became the site of the famous Correr played a decisive role. The 16th century Museum. Today, thanks to Generali, the Procuratie Nuove also saw the start of construction work historic and culturally important areas of the on the Procuratie Nuove, which, together Procuratie Vecchie and the Royal Gardens with the later Napoleonic Wing, formed will be restored to new life. Royal Gardens 6 | 7 Generali: a new concept of community he Human Safety Net is the consequences of perinatal asphyxia. Human Safety Net for newborns new Group initiative for the With The Human Safety Net for refugee promotes collaboration between the T community, to help the most start-ups, Generali is taking a new medical community and parents to vulnerable in our society. The initiative approach to the European crisis: rather improve prevention and treatment will pool Generali resources from all than respond to basic needs, the of perinatal asphyxia. Generali is over the world to have a meaningful program enables refugees to create engaging its entire organisation in impact in three areas: supporting jobs for themselves. the program, as well as inspiring its refugee business start-ups, creating The Human Safety Net for families customers, like-minded individuals equal-life opportunities for children unlocks the potential of disadvantaged and NGOs to collaborate with The from disadvantaged backgrounds, parents to help them offer their Human Safety Net. This chain of and saving newborn babies from children equal-life chances during “people helping people” is at the the debilitating and potentially fatal their formative first six years. The heart of the initiative. 8 9 The Procuratie, the “home” of the THSN project world heritage site of unrivalled a wide-ranging project of interest to Right: On completion of art, beauty and history, Venice everyone. The Human Safety Net the current restoration project, Generali will A originated as a series of initiative will be located right in St assign part of the settlements of populations fleeing from Mark’s Square, specifically in the Procuratie Vecchie to house the offices and the barbarian invasions, and these Procuratie Vecchie, which will be exhibition space of The roots are also the source of a sense opened to the outside world as a Human Safety Net. of welcome: a “crossroads of people place to examine major issues in and communities of every land, culture, contemporary society, in order to language and religion, a destination and help the disadvantaged improve their meeting place for populations from all own lives, those of their families and the continents” were the words used by the communities in which they live. Pope Benedict XVI to describe the city Before moving on to the future of the during his pastoral visit in 2011. This is Procuratie, a future that begins with the why Generali sees Venice, a universal recently launched redevelopment, let’s symbol of imagination, ingenuity and take a brief look back at the history of open-mindedness, as the ideal site for the Generali company in Venice. 10 | 11 1833 1868 The choice of the lion 1880 1910 Left: The oldest he Venice Head Office for the eagle, a prerogative granted to many Above: For many years, Generali document with Lombardy-Veneto Kingdom cannot insurance companies. But in 1848, Europe the winged lion chosen the lion symbol in the by the company as its company’s Historical T be moved, and must stay in place for was shaken by a wave of revolutionary symbol instead of the Archive is a mandate the entire duration of the contract, stipulate uprisings, which in Italy took the form of a Habsburg eagle appeared from the main agency in in a variety of versions Parma dated 1860. the articles of association of the Assicurazioni fervent patriotic movement: the Venetians until a definitive image Generali Austro-Italiche company, which revolted and proclaimed the Republic of was established. appointed entrepreneur Samuele Della San Marco, whose heroic resistance lasted Vida, a resident of Venice, to the post of for eighteen months. The senior managers general manager. So it was Della Vida who of the Venice Head Office enthusiastically presented the application to establish the backed the rebels and their support company’s Venetian offices, approved by triggered events of great importance in the the authorities on 19 July 1832, and rented company’s history: the business name was premises in the Procuratie Vecchie on 24 shortened to Assicurazioni Generali, losing July. Since Trieste was part of the Austrian the controversial “Austro-Italiche” suffix, and Empire, the first emblem associated with the decision was taken to adopt the lion of Generali was the double-headed Habsburg St Mark as the symbol for operations in Italy. 12 | 13 “The prodigious Generali and Venice Marcello Dudovich, together in art who is to the history of the Italian poster as Federico Fellini is to the history of cinema.” n 1866, after the third Italian war of Procuratie”: a jewel that, in that period, independence, Venice became part definitively became Generali’s “home”, as Giampiero Mughini journalist and author I of the Kingdom of Italy. The following the company purchased most of the site year the city gave a warm welcome to and carried out an extensive restructuring Giuseppe Garibaldi, who called for the between 1909 and 1914. Generali’s very liberation of Rome in a speech from close ties with the city are also reflected the Procuratie Vecchie. Between the in the posters created for it between end of the 19th century and early 20th 1926 and 1938 by the great poster century, Generali launched a large-scale artist Marcello Dudovich: the magical property investment program to build atmosphere of Venice is the most new offices in major cities in Italy and frequent iconographic theme, evoked Left: The winged lion Right: The splendid Europe, but in Venice – writes chairman by the fluttering shawl of a female figure standing proud atop poster from 1928 known one of the columns in to collectors as “La Marco Besso in his autobiography – “we looking out over the lagoon, the statues the Piazzetta as seen by Veneziana” is one of did nothing, because the Serenissima of St Theodore and the winged lion in the Marcello Dudovich (detail Dudovich’s most famous of a poster created in works for the company.
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